CIO Considerations for CRM in a Social Media World-Part 1

03.08.2013

Nipa Avlani, Megan Everett, Jennifer Gibson, Joshua Stine

University of Arizona Eller College of Management graduate team

George Anderson, Architect, Microsoft Services

This white paper highlights the background and context surrounding the explosive role of social media in influencing consumer behavior, including the obstacles an organization faces in adopting a socially informed customer relationship management (CRM) strategy. CIOs and other executive leaders are provided with the background necessary to understand IT’s role as a partner in developing and implementing an organization’s social CRM strategy. This paper is intended to help its readers garner a better understanding of the various social media platforms, their impact on different processes germane to the CRM cycle, and ultimately how to help an organization achieve its social CRM campaign goals.